9000多万粉丝主播“太原老葛”涉嫌虚假宣传，被罚560万元

Core Viewpoint - The State Administration for Market Regulation (SAMR) has intensified oversight of live e-commerce, highlighting multiple cases of illegal activities such as false advertising and price fraud, with significant penalties imposed on violators [1][2][3] Group 1: Regulatory Actions - The SAMR held a press conference to announce a series of typical cases in live e-commerce, addressing issues like false advertising, price fraud, trademark infringement, and non-compliance by platforms [1] - Shanxi Lao Ge Trading Co., Ltd. was fined a total of 5.6 million yuan for engaging in false advertising and price fraud through a live streaming platform, promoting over 30 products with exaggerated claims [1][2] - The Shanxi Provincial Market Supervision Bureau has established a special task force to monitor and investigate cases related to the popular live streamer "Taiyuan Lao Ge," who has over 90 million followers [2] Group 2: Monitoring and Compliance - The Shanxi Provincial Market Supervision Bureau has developed a new regulatory model for live e-commerce, including the issuance of compliance guidelines that clarify the responsibilities of various stakeholders [3] - The bureau upgraded its online transaction monitoring system to enhance its capabilities, implementing a dual-driven model of "self-inspection + third-party monitoring" to improve oversight [3] - In 2023, the market supervision system in Shanxi has handled 68 cases related to live e-commerce, effectively maintaining market order in the industry [3]